Module 1 : Anatomy of a Complaint

1.1 Introduction The economics of customer satisfaction drives business revenue because happy customers buy more, spend more per transaction and make recommendations to their friends. Conversely, unhappy customers take their spending power elsewhere, typically bad-mouthing the product or service in the process. This means customers essentially have the power to make or break commercial organisations. With the increased public visibility and interconnectedness provided by the World Wide W...